Restoration
Most of the marketing advice out there wasn’t built for restoration folks. The average agency doesn’t understand how people actually find you when something goes wrong. You’re not a spa. You’re not a landscaping company. You’re in a business where the phone rings because something flooded, caught fire, or fell apart—and someone needs help right now.
We sat down with Matt Gregory, co-founder of Apex Era, who didn’t plan on starting a marketing company for restorers—but ended up doing just that when he realized how many folks in this industry were stuck with strategies that didn’t fit.
This article breaks down what doesn’t work, what does, and how to fix it fast.
Why Most Marketing Companies Don’t Get Restoration
Marketing firms treat restoration like just another service business. But restorers work in a "call-now" world. Nobody browses for restoration services on their lunch break. They Google "water damage near me" because their laundry room is full of water.
Here’s the mismatch:
Most Agencies Push:
- Social media pages
- Blog posts
- Website traffic
- Informational content
But Restorers Actually Need:
- Better ranking on Google Maps
- Calls directly from search
- Reviews that build trust fast
- Local Service Ads that show up first
Matt put it plainly: "Roughly 50 to 60% of jobs come from your position on Google Maps." Not from your website. Not from your Instagram. From that little phone icon next to your name on a map.
Google Maps and Local Service Ads: Where the Real Calls Come From
The jobs come from being in the right spot at the right time—and that spot is Google Maps. If you’re not in the top few, you’re not getting picked.
To get seen and called, focus on:
- Keeping your Google Business Profile active
- Piling up good reviews (and responding to them)
- Using clear terms like "[City] Water Damage Restoration"
- Running Local Service Ads (LSAs)
- Making sure your site is mobile-ready and matches the keywords that matter
These steps aren’t fancy. But they work. It’s where the jobs are coming from. And it’s where Google wants you to be if you’re a service-based business.
LEARN MORE: How to Optimize Your Google Maps Profile to Get Water Damage Leads
Why Pay-Per-Click Is Losing Ground
PPC used to be the go-to. But things have changed. It’s more expensive. Less reliable. And Google is clearly putting its weight behind LSAs instead.
Here’s how they stack up:
| Old Way: PPC Ads | New Way: Local Service Ads |
| High cost per lead | Lower cost, better calls |
| Competes with lead resellers | Shows up right in maps |
| Clicks that don't convert | Calls that turn into jobs |
Third-party lead companies like Angi or HomeAdvisor are basically reselling leads you could have gotten directly if your LSAs were dialed in. And old-school referrals—like plumbing leads that cost you $1,500 on a $5,000 job—are just not worth it anymore.
What a Real Restoration Marketing Plan Looks Like (Today)
Here’s the plan. No fluff. No filler. Just what works:
1. Fix your Google Business listing — Make sure your info is right and your reviews are solid.
2. Set up Local Service Ads — This is where people are clicking first.
3. Make your site mobile-ready — Fast, simple, and full of the same keywords from your listing.
4. Track what actually matters — Calls and jobs, not clicks and impressions.
5. Cut the fat — If it’s not bringing in work, stop paying for it.
6. Use Job Photos and Videos to Promote Your Work — One simple way to stand out on your Google listing or website is by sharing before-and-after photos. Apps like magicplan make this easy by letting you capture videos, photos, and floor plans right on site. Those images help build trust, show real results, and give potential customers a reason to call you instead of someone else.
Matt summed it up best: "We can't keep doing it the same way just because that's how we've always done it."
Final Word: If It’s Not Getting You Jobs, It’s Not Working
Marketing for restoration should be simple. You show up when someone needs help. You answer the call. You get the job. Everything you do to market your business should help make that happen faster, cheaper, and more often.
If it doesn't bring you jobs—ditch it.
Focus on:
- Getting seen in the right places (Maps + LSAs)
- Earning trust with reviews
- Taking calls, not chasing clicks
You don’t need more traffic. You need more work.
And now you know how to get it.
READ MORE:
How to Grow a Restoration Business Without Costly Ads or TPA Programs
